Courses

MKTG 6001 Foundations of Marketing
Introduces students to the basic theory and fundamentals of marketing, including the history of the field.

MKTG 6002 Integrated Marketing Communications
Focuses on all aspects of the communication process related to marketing, with specific attention given to topics such as writing a marketing plan and developing a creative brief from concept through execution. The course will also explore strategic communication, professional writing, and an understanding of the roles and stakeholders in the communication process.

MKTG 6003 Market Research and Analysis
Provides an introduction to marketing research, focusing on the steps of market research problem formulation, research design, data collection, analysis and the reporting of research results. The course deals with primary research (the creation of new data specific to the marketer’s problem) and secondary data that has already been published) for planning, evaluating and improving marketing programs. Students will complete a market research project using the methods and techniques learned in class.

MKTG 6004 Contemporary Media
Introduces students to all potential media in the marketing mix with a primary focus on understanding digital media’s role and impact on marketing strategy.

MKTG 6005 Introduction to Marketing Strategy
Exposes students to customer-driven strategy and mix. This includes topics including but not limited to: market segmentation; market targeting; differentiation and positioning; branding strategy; new-product development and product life-cycle; pricing strategies; product mix pricing; channel marketing strategy; integrated marketing communications; sales promotion; direct marketing; and, online marketing.

MKTG 6011 Emerging Trends in Marketing
Focuses on understanding trending, observing current trends and gaining knowledge about how new trends in marketing may affect strategy. The practice of tracking emerging trends provides students with a way to add immediate value in their work place, providing a competitive advantage.

MKTG 6012 Legal and Ethical Issues in Marketing
Introduces students to the legal and ethical frameworks that govern the practice of public relations and marketing. Students will gain understanding of their constitutional rights and freedoms, responsibilities, and restraints while learning to consider moral and ethical justifications for actions. Students are encouraged to think critically of their profession, the business of media, and develop a high standard of legal and ethical conduct while practicing in the field.

MKTG 6013 Advanced Marketing Strategy
Allows students to synthesize the various skills learned in the first semester of the program by developing and/or implementing a “real world” marketing project in conjunction with a local “Client” organization. The students work as a multi-disciplinary team with their classmates, similar to a marketing agency or department. Each team will develop and monitor its own project plan, prepare a marketing communications plan, research, budget and measuring ROI, with the final assignment being a pitch of the project to the “Client”. The students will work with the course instructor to determine an appropriate ‘real-world’ project that can be completed during the term.

MKTG 6014 Brand Management
Focuses on all aspects of the branding process related to marketing, with specific attention given to topics such as writing a brand management plan and developing strategies to enhance your brand. The course will also explore strategic brand management, and the understanding of the roles of stakeholders in growing a brand.

MKTG 6015 Leadership in Marketing
Allows students to gain an understanding of leadership styles and theory as well as how to lead in a team environment and at all levels in a marketing role. We will examine leaders from all sectors – what makes them great leaders; how they approach leadership; and the impact they have on their organization.

*Please note: Course offerings are subject to change based on industry demands and trends.

MKTG 6101 Practicum
One, 560 hour placement, January - April